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研究生:蕭惠文
研究生(外文):Huiwen Hsiao
論文名稱:滿意度及轉換成本對顧客忠誠度的影響-以我國行動通訊市場為例
論文名稱(外文):The effects of customer satisfaction and switching cost on customer loyalty in mobile telecommunication market
指導教授:王小惠王小惠引用關係張郁敏張郁敏引用關係
指導教授(外文):Eunice WangYuhmiin Chang
學位類別:碩士
校院名稱:國立交通大學
系所名稱:傳播研究所
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2005
畢業學年度:94
語文別:中文
論文頁數:84
中文關鍵詞:滿意度轉換成本顧客忠誠度行動通訊市場
外文關鍵詞:satisfactionswitching costconsumer loyaltymobile communication market
相關次數:
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九○年代以來,隨著全球電信自由化及無線通訊科技的發展,行動通訊成為發展最快速的產業之一。我國自一九九七年開放民營業者經營行動電話市場,五年之間,手機滲透率已高達100%。當市場已達到飽和,為了維持市場佔有率,此時業者的核心策略不是挖掘潛在客戶,而是如何留住既有客戶並加強其忠誠度。因此,本研究以我國的行動通訊市場為例,從滿意度及轉換成本兩個變項,探討顧客忠誠度的影響因素及內涵。研究方法部分,採用網路問卷調查法(Web survey),驗證研究假設,進行探討。

研究發現,滿意度是驅動顧客忠誠度的主要因素。滿意度及轉換成本的高低程度,皆對顧客忠誠度有顯著的影響,其中,「高滿意度╱中轉換成本」的顧客族群忠誠度最高。行動通訊為高度產品經驗導向的服務形式,因此,在行銷建議上,業者仍須著重於加強顧客滿意度,如通話品質、網內互打或群組通話費折扣等。再者,業者可進行轉換成本的顧客關係管理,逐步發展顧客忠誠度計畫。
In 1990s, on account of the development of global liberation of telecommunication and wireless technology; cellular communication has become one of the most booming industries. Mobile telecommunication services in Taiwan have developed robustly since private operator entered the market on year 1997.Soon after; the number of subscribers was sharply rising around 100%.

In response to market saturation, the telecom operators should switch it strategy focus away from attracting new customers, towards retaining the loyalty of the existing customers. The main object of his paper is to investigate the effect of satisfaction and perceived switching costs on customer loyalty. Data are collected from Web-based survey.

The findings suggest that telecom operators should focus primarily on the customer satisfaction. The effect of the dimensions of perceived costs on those of loyalty is also verified. Managerial implications are discussed.
中文摘要 i
英文摘要 ii
謝誌 iii
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景 .1
第二節 研究動機 3
第三節 研究目的與問題 6
第四節 研究範圍及特色. 7
第五節 研究流程 8
第二章 理論與文獻探討 10
第一節 行動通訊市場概況 10
第二節 滿意度 16
第三節 轉換成本 19
第四節 忠誠度. 24
第五節 滿意度、轉換成本及忠誠度 27
第三章 研究方法 34
第一節 研究架構 34
第二節 研究假設 35
第三節 研究變項及操作型定義 35
第四節 研究設計 38
第五節 信度與效度 44
第六節 統計與分析方法 45
第四章 資料分析 47
第一節 人口樣本描述 47
第二節 滿意度與忠誠度的關係 53
第三節 轉換成本與忠誠度的關係 54
第四節 滿意度與轉換成本對忠誠度的影響 .58

第五章 結論 63
第一節 假設驗證結果 63
第二節 研究發現 64
第三節 研究結語 71
第四節 研究貢獻 73
第五節 研究限制及未來研究建議 74
參考文獻 75
附錄:問卷 82

表目錄
表2-1:行動通訊系統的演進及特性。 12
表2-2:我國電信業務自由化時程。 13
表2-3:顧客忠誠度的發展階段。 27
表3-1:顧客「手機使用情況」的問卷題項。 40
表3-2:「顧客滿意度」的問卷題項。 41
表3-3:顧客認知「轉換成本」的問卷題項。 42
表3-4:顧客認知「轉換成本」的問卷題項。 43
表3-5:「基本資料」的問卷量表。 44
表4-1:研究樣本的基本資料。 48
表4-2:樣本的手機使用情形。 49
表4-3:顧客「整體滿意度」與忠誠度的相關分析。 53
表4-4:滿意度差異對忠誠度的單因子變異數分析。 53
表4-5:顧客「整體轉換成本」與忠誠度的相關分析。 54
表4-6:轉換成本差異對忠誠度的單因子變異數分析。 55
表4-7:轉換成本各構面的信效度檢定。 56
表4-8:忠誠度各構面的信效度檢定。 56
表4-9:「契約轉換成本」對「認知忠誠」簡單迴歸的模式摘要。 57
表4-10:「社會關係成本」對「情感忠誠度」簡單迴歸的模式摘要。 57
表4-11:「程序轉換成本」對「行動忠誠」簡單迴歸的模式摘要。 58
表4-12:滿意度及轉換成本對忠誠度的多元迴歸分析。 59
表4-13:二因子獨立樣本變異數分析摘要表。 59
表4-14:不同族群忠誠度表現的單因子變異數分析 61
表4-15:「高滿意╱高轉換成本」族群與其他族群的事後多重比較 62
表5-1:研究假設的驗證結果彙整。 64

圖目錄
圖1-1:研究流程圖。 9
圖2-1:瑞典顧客滿意度模式(SCSB model)。 18
圖2-2:滿意度與忠誠度的關係圖。 28
圖3-1 :研究架構圖。 34
圖4-1:最常使用的門號業者。 50
圖4-2:門號使用時間。 50
圖4-3:平均每月通話費。 51
圖4-4:顧客轉換門號業者次數。 51
圖4-5:滿意度差異對忠誠度的影響。 54
圖4-6:轉換成本差異的忠誠度平均數圖。 55
圖4-7:不同滿意度及轉換成本族群的忠誠度平均數。 61
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